Press Releases

December 6, 2012

Black Friday Dazzles in Brazil with Nearly 5 Times Higher Spending than Average Day in November

Americanas Ranked #1 in Sales on Black Friday Among Non-Marketplace Retailers

Sao Paulo, Brazil, December 6, 2012 – comScore (NASDAQ : SCOR), a leader in measuring the digital world, today released an analysis of Brazil retail e-commerce spending growth on Black Friday (November 23) relative to the rest of the 2012 online holiday shopping season through November 27 for a selection of leading retailers. Black Friday saw a 368 percent increase in online spending compared to the average online shopping day in November, a considerably higher increase than the 63 percent increase observed in the United States during the same period.

“Although the Black Friday shopping phenomenon originated in the United States, the tradition has not only carried over into Brazil but it has in many ways become more important in this market – particularly for e-commerce,” said Alex Banks, comScore Managing Director for Brazil. “With online spending that is nearly five times the average online shopping day, it’s clear that the heavy promotional activity surrounding Black Friday was successful in getting consumers to shop and spend on the internet. This is, of course, a very positive development for the leading online retailers in Brazil.”

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Black Friday Spending Surge Driven by Increase in Buyers, Transactions and Average Order Size

comScore analyzed the online spending behavior of Brazilian internet consumers on seven leading online retailer sites (excluding Mercado Livre, which also functions as a marketplace that generates many offline transactions) on Black Friday compared to the average spending habits for the other online shopping days through November 27.

The results indicated that Black Friday was outstanding in every aspect, with the considerable growth on that day driven by an increase in buyers (up 185 percent) spending significantly more on average (up 64 percent). The growth in spending per buyer was driven by both an increase in the average order value (up 55 percent) and an increase in the number of transactions per buyer (up 6 percent).

Black Friday Spending Breakdown vs. Average Online Shopping Day in November
November 1-27, 2012
Brazil, Internet Users Age 15+
Source: comScore Marketing Solutions
Spending Breakdown % Change vs. Average Day
Total Spending 368%
Buyers 185%
Spending per Buyer 64%
Transactions 202%
Average Order Value 55%
Transactions per Buyer 6%

Americanas Ranks #1 Among Online Retailers on Black Friday

Outside of leading marketplace Mercado Livre, e-commerce retailers Americanas, PontoFrio and CasaBahia performed the best in total sales on Black Friday. Americanas accounted for nearly one in every five dollars spent on Black Friday from among this list of retailers. Interestingly, Walmart saw the highest percentage increase in sales on Black Friday, followed by PontoFrio, CasaBahia and MagazineLuiza.

Black Friday: Leading Retailer Analysis
November 1-27, 2012
Brazil, Internet Users Age 15+
Source: comScore Marketing Solutions
  Rank by Dollars Rank by % Increase vs. Average
Americanas 1 5
Pontofrio 2 2
Casabahia 3 3
Walmart 4 1
Submarino 5 6
MagazineLuiza 6 4
Netshoes 7 7

About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit

Ana Laura Zain
Marketing Manager, Spain & Emerging Markets
comScore, Inc.
+44 20 3111 1730

Tags: Black Friday, e-Commerce, Holiday Shopping, Retail